Firms that help the company to promote, sell, and distribute its goods to final buyers.

Public

Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives.

Demography

The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.

Economic Environment

Factors that affect consumer buying power and spending patterns.

Natural Environment

Natural resources that are needed as inputs by marketers or that are affected by marketing activities.

Technological Environment

Forces that create new technologies, creating new product and market opportunities.

Political Environment

Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in given society.

Cultural Environment

Institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors.

Cause Related Marketing

A type of sponsorship involving the association of a for-profit company and a nonprofit organization; through the sponsorship, the company’s product or service is promoted, and money is raised for the nonprofit.

Financial Public

influences the company’s ability to obtain funds

Media Publics

carries news, features, and editorial opinion

Government publics

management must take government developments into account

Citizen-action publics

questioned by consumers, environmental groups, minorities and others

Local publics

neighborhood residents and community organizations

General Public

general public’s attitude toward its products and activities

Internal publics

employees, volunteers, etc.

Baby Boomers

78 million people born following WWII-1964 – wealthiest

Generation X

49 million born from 1965-1976 – prize experience and family; educated

Generation Y

83 million born between 77-2000 – digital tech; seek info and gain 2 way convos